Beyond the Buzzwords
Jewelry ad keywords vary sharply by platform — Facebook, DV360, Google.
A jewelry brand wanted to know which keywords actually move the needle across Facebook Ads, DV360, and Google Ads. The answer wasn't a single winning keyword — it was that the right keyword depends on the platform.
I looked at performance across keyword stability, momentum, weekly patterns, weekday vs weekend behavior, view-to-click conversion, and platform-specific ROAS.
A few keywords were dependable across the dataset. Minimalistic Jewelry and Multi-strand Necklaces showed consistent interest with no major drop-offs — solid candidates for always-on campaigns. Charm Bracelets had bursts. Baroque Jewelry started strong then trailed off.
On momentum: Colorful Jewelry surged 625%. Everyday Jewelry (+320%) and Bold Jewelry (+250%) were the freshest emerging terms — worth getting in early before competitors notice.
Timing mattered. Vintage and Artisan Jewelry performed better on weekdays. Layered and Boho Jewelry did better on weekends.
The platform breakdown was the most actionable layer:
- DV360 favored bold visual styles — Animal Jewelry, Cocktail Rings, Festival Jewelry
- Facebook delivered the highest ROAS, especially Fall Jewelry (34.88) and Body Jewelry (32.20)
- Google Ads worked best for search-intent terms like Modern and Crystal Jewelry
Some keywords had high views but weak click-through (Baroque, Formal). Either the creative needs work, or the targeting does.
The recommendation: stop running every keyword on every platform. Match keyword to platform behavior, lean into the rising terms, retire the keywords that are looking but not buying.